The Hidden Cost of Vendor Lock-In in B2B Procurement

In this episode of B2B Marketing with Fexingo, Lucas and Luna dissect the financial trap of vendor lock-in for enterprise buyers. Using a hypothetical mid-market software provider facing churn from a legacy CRM migration, they explore how procurement teams use total cost of ownership models to bypass marketing claims. The conversation reveals why technical integration depth, not feature parity, is the primary driver of retention, and offers actionable advice for marketers to design exit-friendly contracts that actually build trust.

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